Core Viewpoint - Morgan Stanley has issued a report giving Xiaomi Group-W (01810) an "Overweight" rating with a target price of HKD 62, indicating a positive outlook on the company's stock performance despite rising memory costs in the smartphone industry [1] Group 1: Financial Performance - Historically, during periods of rising DRAM prices (2016-2017, 2019-2021, and 2022-2023), Xiaomi's smartphone gross margin has actually expanded, contrary to market expectations of downward pressure [1] - The company's effective cost transfer mechanism and significant cost increases leading to product price hikes are believed to be key factors in maintaining or improving margins [1] Group 2: Strategic Initiatives - Xiaomi's ongoing product structure upgrades and its strategy to move towards higher-end products are seen as long-term positive drivers for gross margin improvement [1]

Core Viewpoint - Morgan Stanley's research report indicates that during periods of rising DRAM prices, Xiaomi's smartphone gross margin has expanded due to effective cost transfer mechanisms and significant cost increases leading to product price hikes [1] Group 1: Financial Performance - Historical data from 2016 to 2017, 2019 to 2021, and 2022 to 2023 shows that Xiaomi's gross margin has expanded even when DRAM prices were on the rise [1] - The potential for profit margin recovery exists if high product prices are maintained alongside low costs when market trends reverse [1] Group 2: Strategic Factors - Xiaomi's product structure upgrade and ongoing high-end strategy are identified as long-term positive factors for gross margin [1] - Morgan Stanley has assigned an "Overweight" rating to Xiaomi with a target price of HKD 62 [1]

Core Insights - Morgan Stanley's latest research report challenges the prevailing belief that rising memory prices will negatively impact smartphone manufacturers' profit margins, suggesting instead that it may present an opportunity for margin improvement for terminal manufacturers [1][2]. Group 1: Historical Analysis - Historical data analysis reveals that during the price increase cycles of 2016-17, 2019-21, and 2022-23, Xiaomi's smartphone gross margins actually improved despite rising DRAM prices [2][5]. - This finding indicates that the market may underestimate smartphone manufacturers' ability to pass on costs and Xiaomi's resilience in profitability [1][2]. Group 2: Cost Transfer Mechanism - The effectiveness of the cost transfer mechanism is a key factor, as smartphone manufacturers can restore gross margin levels during price cycles by raising product prices, thereby passing cost pressures onto consumers [5]. - There exists a "time-lag benefit," where after a period of cost inflation leading to price increases, a reversal in inflation can create a favorable scenario of "high prices, low costs," triggering margin recovery [5]. Group 3: Product Strategy - Xiaomi's ongoing high-end product strategy serves as a long-term positive driver for margin improvement, allowing the company to move away from a reliance on low-end models and enhancing its defensive capabilities during cost fluctuation cycles [5]. Group 4: Future Scenarios - Morgan Stanley differentiates future scenarios based on the memory cost cycle: if a super-cycle occurs with prolonged price increases, smartphone gross margins may face sustained downward pressure, while a quick reversal could lead to rapid margin recovery [6]. - Historical experience suggests that once DRAM prices peak and decline, manufacturers like Xiaomi may see margin improvements that exceed market expectations [6].